top-task analysis - workshop slides - gerry mcgovern

1© Customer Carewords Ltd. customercarewords.com

@gerrymcgovern

Top Tasks Workshop

December 16, 2014

Gerry [email protected]@gerrymcgovern

mailto:[email protected]

http://www.customercarewords.com/

https://twitter.com/


WHAT IS A TASK?


5 million visits

NO TIME TO

UPDATE


31 OCT 2014

2 APRIL 2014

1 APRIL 2014

4 AUG 2014

22 APR 2014


45 to 65,000 to 1,000


Country surveys / reviews / reports

Compare country statistical data

Statistics on one particular topic

Browse a publication

online for f…

611

49


Top 20 Tasks

Tasks Total Vote

% of Total

Vote 31800

Cumulative

Vote

Cumulative

Carewords1 Country surveys / reviews / reports 2178 7% 7% 1%

2 Compare country statistical data 1960 6% 13% 3%

3 Statistics on one particular topic 1869 6% 19% 4%

4 Browse a publication online for free 1610 5% 24% 6%

5 Working papers 1530 5% 29% 7%

6 Publication by topic 1478 5% 33% 9%

7 Basic facts, summaries and overviews 1379 4% 38% 10%

8 Statistics on one particular country 1285 4% 42% 11%

9 Statistical forecasts / projections 1210 4% 46% 13%

10 Access to raw data 1051 3% 49% 14%

11

International guidelines and standards (corporate

governance, tax havens, etc.) 1025 3% 52% 16%

12 Statistical sources and methods 1019 3% 55% 17%

13 What's new (hot topics, recent publications, events) 1004 3% 58% 19%

14 OECD policy advice by topic, country 843 3% 61% 20%

15 OECD Annual Report 784 2% 64% 21%

16 Publication by country 746 2% 66% 23%

17 Best practice in policy implementation 739 2% 68% 24%

18 Publication by title 614 2% 70% 26%

19 Simple, easy-to-understand tables and graphs 613 2% 72% 27%

20 News releases 542 2% 74% 29%

Top 25%

26-50%

51-75%


Bottom 20 Tasks

Tasks Total Vote

% of Total

Vote 31800

Cumulative

Vote

Cumulative

Carewords51 Find a local library with OECD publications 92 0% 97% 73%

52 How OECD interacts with non-member countries 92 0% 97% 74%

53 Subscriptions to OECD services 90 0% 97% 76%

54 Photos / images / videos 80 0% 97% 77%

55 OECD Annual Forum / Ministerial Council Meeting 73 0% 98% 79%

56 Have your say (public consultation and participation) 71 0% 98% 80%

57 How OECD is funded (budget) 70 0% 98% 81%

58 How peer review works 60 0% 98% 83%

59

Find OECD officials (secretary-general, directors,

ambassadors) 59 0% 99% 84%

60 Acronyms, abbreviations 57 0% 99% 86%

61 Personalize the website (MyOECD) 56 0% 99% 87%

62 Press conferences (calendar, accreditation) 56 0% 99% 89%

63 Find a local bookshop / distributor for OECD publications 51 0% 99% 90%

64 Publishing rights and permissions 45 0% 99% 91%

65 What's involved in OECD membership 44 0% 99% 93%

66 Secretary-General speeches and activities 39 0% 100% 94%

67 Find OECD locations 38 0% 100% 96%

68 Tours of the OECD 37 0% 100% 97%

69 Hotels near OECD locations 24 0% 100% 99%

70 Password problems 23 0% 100% 100%


WHY DOES IT WORK?

Top tasks for the European Commission


WHAT’S THE BEST WAY TO

GET PEOPLE TO VOTE?


HOW MANY?Target: 400 voters50 for subcategory

(minimum 25)


HOW SHOULD YOU INTRODUCE THE

TASK VOTING QUESTION?


Task Voting Question• Please look at the following list and choose the

top FIVE most important things to you in deciding

to buy a new car.

• In dealing with your health, what 5 factors are

most important to you?

• Select the FIVE words or phrases from the

following list that reflect the most important

things to you in relation to a satellite navigation

system.

The main task question

Select the 5 reasons that are MOST IMPORTANT to you when interacting with the European Commission

RANDOMIZE!

12

3

4

56

1219

40 6 Top Tasks

1. EU law, rules, treaties, judgments

2. Research and innovation3. Funding, grants, subsidies4. Education and training in EU5. EU strategy, political priorities6. Environmental protection

MediumSmall

Tiny Top

77 tasks – 107,000 voters

0%

1%

2%

3%

4%

5%

6%

7%

10

67

42

71

74

75

10

67

9

13

88

2

17

08

6

20

29

0

23

49

4

26

69

8

29

90

1

33

10

5

36

30

9

39

51

3

42

71

6

45

92

0

49

12

4

52

32

8

55

53

1

58

73

5

61

93

9

65

14

3

68

34

6

71

55

0

74

75

4

77

95

8

81

16

1

84

36

5

87

56

9

90

77

3

93

97

6

97

18

0

10

03

84

10

35

88

10

67

92

EU law, rules, treaties, judgments (57690, 3:1)

Research and innovation (57690, 800:1)

Funding, grants, subsidies (43844, INF:1)

Education and training in EU (9230, INF:1)

EU strategy, political priorities (11538, 4:1)

Environmental protection (78458, INF:1)

Jobs, traineeships at the European Commission(119995, 1.3E+6:1)

Find a job in another EU country (216915, 8:1)

EU news, announcements, press releases (216915,69:1)

Human rights, fundamental rights (173070, 3:1)

Working in an EU country (rights, permits, benefits)(177685, 31:1)

Order, download an EU publication (186916, 3:1)

Track policy and law making process, updates(186916, 6:1)

Statistics and forecasts (154609, 1.1E+11:1)

Another view - stability of results

External poll - top 20 tasks

• 106,792 participants cast 1,601,880 votes

106792 Tasks Total Vote

% of Total

Vote 1601880

Cumulative

Vote

Cumulative

Tasks1 EU law, rules, treaties, judgments 83931 5.2% 5.2% 1.3%

2 Research and innovation 83306 5.2% 10.4% 2.6%

3 Funding, grants, subsidies 79414 5.0% 15.4% 3.9%

4 Education and training in EU 59623 3.7% 19.1% 5.2%5 EU strategy, political priorities 45331 2.8% 21.9% 6.5%

6 Environmental protection 44921 2.8% 24.8% 7.8%

7 Jobs, traineeships at the European Commission 40358 2.5% 27.3% 9.1%

8 Find a job in another EU country 37657 2.4% 29.6% 10.4%

9 EU news, announcements, press releases 36809 2.3% 31.9% 11.7%

10 Human rights, fundamental rights 35274 2.2% 34.1% 13.0%

11 Working in an EU country (rights, permits, benefits) 34986 2.2% 36.3% 14.3%

12 Order, download an EU publication 33794 2.1% 38.4% 15.6%

13 Track policy and law making process, updates 33558 2.1% 40.5% 16.9%

14 Statistics and forecasts 32983 2.1% 42.6% 18.2%

15 About the European Union (role, structure, how it works, origin) 30065 1.9% 44.4% 19.5%16 Food and farming (production and safety) 27703 1.7% 46.2% 20.8%

17 Climate change, global warming 26932 1.7% 47.9% 22.1%

18 Regional, rural and urban development 25764 1.6% 49.5% 23.4%

19 Freedom of information (transparency, access to documents) 25157 1.6% 51.0% 24.7%

20 About the European Commission (role, structure, how it works) 24866 1.6% 52.6% 26.0%

Top 25%

26-50%

51-75%

External poll - bottom 20 tasks

106792 Tasks Total Vote

% of Total

Vote 1601880

Cumulative

Vote

Cumulative

Tasks58 Chemicals (approval) 9910 0.6% 92.1% 75.3%

59 Volunteering opportunities 9692 0.6% 92.7% 76.6%

60 Corporate social responsibility for business 9455 0.6% 93.3% 77.9%

61 E-government 9448 0.6% 93.9% 79.2%

62 Taxation, excise (not VAT) 8767 0.5% 94.4% 80.5%

63 Accession of new countries to the EU, enlargement 8678 0.5% 94.9% 81.8%

64 VAT (Value Added Tax) 8098 0.5% 95.5% 83.1%

65

Judicial cooperation between EU countries, recognition of

judgments 7549 0.5% 95.9% 84.4%

66 Pensions, retirement in another EU country 7433 0.5% 96.4% 85.7%

67 Transport safety (air, road, banned airlines) 7256 0.5% 96.8% 87.0%

68 Complaints to the European Commission 6673 0.4% 97.3% 88.3%

69 Resource security (oil, gas, raw materials) 6556 0.4% 97.7% 89.6%

70 Family (marriage, divorce, partnerships, adoption) 6378 0.4% 98.1% 90.9%

71 Emergencies, disasters, civil protection 5944 0.4% 98.4% 92.2%

72 Visit EU institutions, guided tours 5530 0.3% 98.8% 93.5%

73 European Commissioner profiles 5157 0.3% 99.1% 94.8%

74

Goods allowed when crossing borders (alcohol, cigarettes, cash,

pets) 4097 0.3% 99.4% 96.1%

75 Driving licence validity in EU countries 3732 0.2% 99.6% 97.4%

76 Vehicles (buying, selling, registration, taxes, insurance) 3473 0.2% 99.8% 98.7%

77 President of the Commission (profile, agenda) 3042 0.2% 100.0% 100.0%


GET THE STAKEHOLDERS TO VOTE AS WELL …

“What do you think your customers want?”

Tasks

%

Customer

Vote

(106792)

% Team

Vote (668) Empathy

EU law, rules, treaties, judgments 5.2% 3.2% 60%

Research and innovation 5.2% 0.9% 17%

Funding, grants, subsidies 5.0% 7.4% 148%

Education and training in EU 3.7% 3.1% 84%

EU strategy, political priorities 2.8% 1.7% 59%

Environmental protection 2.8% 1.3% 47%

Jobs, traineeships at the European Commission 2.5% 5.0% 196%

Find a job in another EU country 2.4% 2.9% 124%

EU news, announcements, press releases 2.3% 2.4% 103%

Human rights, fundamental rights 2.2% 1.6% 73%

Working in an EU country (rights, permits, benefits) 2.2% 5.7% 261%

Order, download an EU publication 2.1% 1.3% 61%

Track policy and law making process, updates 2.1% 0.7% 34%

Statistics and forecasts 2.1% 1.0% 48%

About the European Union (role, structure, how it

works, origin) 1.9% 3.7% 196%

Food and farming (production and safety) 1.7% 1.0% 57%

Climate change, global warming 1.7% 0.5% 33%

Regional, rural and urban development 1.6% 0.9% 54%

Top tasks - assumptions versus facts

Getting the right mix of voters


CATEGORY DEMOGRAPHIC

QUESTIONS(5-8)

Tasks Emplo

yed

Self-

emplo

yed

Unemplo

yed

Student

Retire

d

Other

Overa

ll

EU law, rules, treaties, judgments 6% 5% 2% 5% 4% 4% 5%

Research and innovation 6% 5% 3% 3% 3% 4% 5%

Funding, grants, subsidies 6% 6% 3% 2% 2% 5% 5%

Education and training in EU 4% 3% 4% 5% 3% 4% 4%

EU strategy, political priorities 3% 3% 1% 3% 3% 2% 3%

Environmental protection 3% 3% 2% 3% 3% 3% 3%

Jobs, traineeships at the European Commission 2% 2% 6% 5% 1% 2% 3%

Find a job in another EU country 2% 2% 9% 3% 1% 2% 2%

EU news, announcements, press releases 3% 2% 1% 2% 2% 2% 2%

Human rights, fundamental rights 2% 2% 3% 3% 4% 4% 2%

Working in an EU country (rights, permits, benefits) 2% 2% 7% 3% 1% 2% 2%

Order, download an EU publication 2% 2% 1% 1% 2% 1% 2%

Track policy and law making process, updates 2% 2% 1% 2% 2% 2% 2%

Statistics and forecasts 2% 2% 1% 2% 2% 1% 2%

About the European Union (role, structure, how it works, origin) 2% 1% 1% 3% 3% 2% 2%

Food and farming (production and safety) 2% 2% 1% 1% 2% 2% 2%

Climate change, global warming 2% 2% 1% 2% 2% 2% 2%

Regional, rural and urban development 2% 2% 1% 1% 2% 2% 2%

Consistency across ‘employment status’

Consistency across ‘workplace’

Tasks Natio

nal go

vern

ment

Loca

l, regio

nal a

uthorit

y

EU in

stitu

tions

Other

inte

rnatio

nal

organ

isatio

ns (non-E

U)

Non-pro

fit a

nd NGO (n

on-

gove

rnm

ental

organ

isatio

ns)

Privat

e sect

or: st

art-u

p

Privat

e sect

or: sm

all

com

panie

s (<50

emplo

yees

)

Privat

e sect

or: m

edium

-

sized

com

panie

s (50-2

49

emplo

yees

)

Privat

e sect

or: la

rge

com

panie

s (>25

0

emplo

yees

)

Other

Overa

ll

Research and innovation 7% 5% 4% 7% 8% 6% 5% 5% 4% 8% 6%

EU law, rules, treaties, judgments 6% 5% 5% 4% 3% 4% 5% 7% 8% 5% 6%

Funding, grants, subsidies 5% 7% 3% 6% 11% 7% 6% 4% 2% 7% 6%

Education and training in EU 4% 5% 3% 4% 4% 3% 2% 2% 2% 5% 3%

EU strategy, political priorities 4% 4% 4% 4% 4% 2% 2% 2% 2% 3% 3%

Environmental protection 3% 3% 2% 3% 3% 2% 3% 2% 2% 3% 3%

EU news, announcements, press releases 3% 2% 4% 3% 2% 1% 2% 3% 3% 2% 2%

Order, download an EU publication 2% 3% 2% 2% 2% 2% 2% 3% 3% 2% 2%

Track policy and law making process, updates 3% 2% 2% 2% 2% 1% 2% 2% 3% 2% 2%

Statistics and forecasts 3% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2%

Jobs, traineeships at the European Commission 2% 2% 4% 3% 2% 2% 2% 2% 2% 2% 2%

Human rights, fundamental rights 2% 2% 2% 2% 3% 2% 2% 2% 1% 2% 2%

Product safety, conformity, certification 1% 1% 1% 1% 1% 2% 2% 4% 3% 1% 2%

Food and farming (production and safety) 2% 2% 2% 1% 1% 2% 2% 2% 2% 2% 2%

Working in an EU country (rights, permits, benefits) 2% 2% 2% 2% 1% 2% 2% 2% 2% 2% 2%

Find a job in another EU country 2% 2% 2% 1% 1% 2% 2% 2% 2% 2% 2%

Regional, rural and urban development 2% 4% 1% 2% 2% 2% 2% 1% 1% 2% 2%

Consistency across ‘private/professionals’

Tasks Privat

e indiv

idual

Profe

ssio

nal

Overa

ll

EU law, rules, treaties, judgments 3% 6% 5%

Research and innovation 3% 6% 5%

Funding, grants, subsidies 3% 6% 5%

Education and training in EU 4% 3% 4%

EU strategy, political priorities 2% 3% 3%

Environmental protection 3% 3% 3%

Jobs, traineeships at the European Commission 4% 2% 3%

Find a job in another EU country 4% 1% 2%

EU news, announcements, press releases 2% 3% 2%

Working in an EU country (rights, permits, benefits) 4% 1% 2%

Human rights, fundamental rights 3% 2% 2%

Order, download an EU publication 1% 3% 2%

Track policy and law making process, updates 1% 2% 2%

Statistics and forecasts 2% 2% 2%

Consistency across ‘occupation’ (excl. ‘other’ 50%)

Tasks < 18

18 - 2

4

25 - 3

4

35 - 4

4

45 - 5

4

55 - 6

4

65 +

Overa

ll

EU law, rules, treaties, judgments 3% 4% 5% 6% 6% 5% 4% 5%

Research and innovation 3% 3% 5% 6% 6% 6% 5% 5%

Funding, grants, subsidies 1% 2% 5% 6% 6% 5% 3% 5%

Education and training in EU 6% 5% 4% 3% 4% 3% 3% 4%

EU strategy, political priorities 2% 2% 3% 3% 3% 3% 3% 3%

Environmental protection 3% 2% 3% 3% 3% 3% 3% 3%

Jobs, traineeships at the European Commission 2% 5% 4% 2% 2% 1% 0% 3%

Find a job in another EU country 2% 4% 4% 2% 2% 1% 0% 2%

EU news, announcements, press releases 2% 2% 2% 2% 2% 2% 2% 2%

Human rights, fundamental rights 4% 3% 2% 2% 2% 2% 3% 2%

Working in an EU country (rights, permits, benefits) 2% 3% 3% 2% 2% 1% 1% 2%

Order, download an EU publication 0% 1% 2% 2% 3% 3% 2% 2%

Track policy and law making process, updates 1% 2% 2% 2% 2% 2% 2% 2%

Statistics and forecasts 1% 2% 2% 2% 2% 2% 2% 2%

About the European Union (role, structure, how it works, origin) 3% 3% 2% 2% 2% 2% 2% 2%

Food and farming (production and safety) 1% 1% 1% 2% 2% 2% 2% 2%

Climate change, global warming 2% 2% 2% 1% 2% 2% 2% 2%

Regional, rural and urban development 1% 1% 1% 2% 2% 2% 2% 2%

Consistency across ‘age’

Consistency across ‘site visit frequency’

Tasks Daily

Week

ly

Month

ly

Infre

quently

First

tim

e

Tota

l

EU law, rules, treaties, judgments 8% 7% 5% 4% 3% 5%

Research and innovation 5% 6% 6% 5% 3% 5%

Funding, grants, subsidies 5% 5% 5% 5% 4% 5%

Education and training in EU 2% 3% 4% 4% 4% 4%

EU strategy, political priorities 4% 4% 3% 2% 2% 3%

Environmental protection 2% 3% 3% 3% 3% 3%

Jobs, traineeships at the European Commission 2% 3% 3% 2% 3% 3%

Find a job in another EU country 2% 2% 2% 2% 4% 2%

EU news, announcements, press releases 4% 3% 2% 2% 1% 2%

Human rights, fundamental rights 1% 2% 2% 3% 3% 2%

Working in an EU country (rights, permits, benefits) 1% 2% 2% 2% 3% 2%

Order, download an EU publication 2% 3% 3% 2% 1% 2%

Track policy and law making process, updates 3% 3% 2% 2% 1% 2%

Statistics and forecasts 2% 2% 3% 2% 1% 2%

About the European Union (role, structure, how it works, origin) 2% 2% 2% 2% 2% 2%

Food and farming (production and safety) 2% 2% 2% 2% 2% 2%

Climate change, global warming 1% 2% 2% 2% 2% 2%

Regional, rural and urban development 2% 2% 2% 1% 1% 2%

Consistency across ‘country of residence’


SUPPORT IS THE NEW SALES


Potential versus Current Customer

Top 25%

26-50%

51-75%

Tasks Potentia

l

cust

omer

Cur

rent

cust

omer

Stu

dent

Job s

eeke

r

Total

1 Download software, firmware, drivers, patches, updates 7% 10% 5% 2% 9%

2

Configure / set up a product (tech guides, notes, how-

to's) 5% 9% 5% 4% 8%

3 Troubleshooting (bug fixes, diagnostics, guides) 4% 9% 4% 3% 7%

4 Network design (tech guides, notes, examples) 4% 4% 5% 6% 4%

5 Install / upgrade / migrate (tech guides, notes, examples) 4% 6% 4% 4% 5%

6 Pricing for an individual product or service 3% 1% 0% 1% 1%

7 Warranties 3% 1% 1% 0% 1%

8 Service, support options available for my product 3% 4% 1% 1% 4%

9

Solutions to match business needs (work remotely,

improve productivity, secure my business) 3% 1% 2% 5% 1%

10

Compatibility / interoperability (software, hardware,

version) 2% 2% 2% 0% 2%

11

Pre-purchase technical information (datasheets,

whitepapers, requirements) 2% 2% 0% 1% 2%

12

Product, service overviews and benefits (brochures,

presentations) 2% 1% 1% 2% 1%

13

Product and technical communities (troubleshooting,

developer, learning) 2% 3% 3% 2% 3%

14 Support alerts (new drivers, patches, software, security) 2% 3% 2% 2% 3%

15

Products by specific technical requirements (capacity,

bandwidth, dimensions) 2% 2% 1% 1% 2%

16 Demos (products, services, solutions) 2% 1% 1% 1% 1%

17

Compare Cisco with competitor products, services and

solutions 2% 1% 1% 3% 1%

18

Networking certification requirements (CCIE, CCNP,

CCNA) 2% 2% 8% 6% 3%

19 Maintain / operate (tech guides, notes, examples) 2% 5% 2% 2% 4%

20 Promotions, discounts, rebates, incentives, trade-ins 2% 1% 1% 1% 1%


SOMETIMES YOU CAN’T DELIVER ON

A TOP TASK


Top 20 Tasks

Tasks Total Vote

% of Total

Vote 29745

Cumulative

Vote

Cumulative

Carewords1 Find a job 2472 8% 8% 1%

2 Leisure activities (centres, gyms, swimming, prices, fees) 1362 5% 13% 2%

3

Waste, refuse, rubbish (collection, management,

commercial, bulky items (e.g. Bulky Bobs)) 968 3% 16% 4%

4 Museums, galleries, theatres 952 3% 19% 5%5 Libraries 950 3% 23% 6%

6 Bins - dates (green, blue, purple) 912 3% 26% 7%

7 Entertainment and events 879 3% 29% 8%

8

School information (admission policy, term times, contact

details) 809 3% 31% 10%

9

Anti-social behaviour (discrimination, harassment,

nuisance) 703 2% 34% 11%

10 Citysafe (crime and disorder) 696 2% 36% 12%

11 Hospitals, health authorities 691 2% 38% 13%

12 Adult education (further, higher, classes) 646 2% 40% 14%

13 Job training and development (eg JET) 645 2% 43% 15%

14 Recycling (collection, centres, tips) 633 2% 45% 17%

15 Parks (gardens, open spaces, country parks, rangers) 596 2% 47% 18%

16 Transport (timetables, fares) 590 2% 49% 19%

17 Council tax payment (billing, enforcement) 541 2% 51% 20%18 Emergency services (police, fire, ambulance) 522 2% 52% 21%

19

Street cleaning (fly tipping, passage dumping, litter,

graffiti) 511 2% 54% 23%

20 Tourist information 480 2% 56% 24%

Top 25%

26-50%

51-75%


TOP TASKS NAVIGATION IS

FOR EVERYTHING


NAVIGATIONFRAGMENTATION


TOP TASKS IS ABOUT

SIMPLICATION


Liverpool: 4,000 PAGES to 700

Norwegian Cancer Society: 5,000 pages to 1,000


Tasks Pie Chart

Find a job Hospitals, health

authoritiesWaste

collection and management

(…Emergency

services (fire, rescue,…

Teachers (recruitment, retention,…

1121

55

Top 25%

26-50%

51-75%


60


UK National Health Service: Tasks Voting Trends

Tasks

504

Voters

1008

Voters

1512

Voters

2017

Voters1 Check symptoms 4% 5% 5% 5%

2 Basic facts about conditions / diseases 4% 3% 3% 4%

3 Book an appointment online 4% 3% 4% 4%

4

Get advice from a doctor / nurse (phone, website chat,

email) 3% 3% 3% 3%

5 What to do based on your symptoms 3% 3% 3% 3%

6

Best place to go for help (GP, A & E, clinic, walk-in

centre, pharmacist) 3% 3% 3% 3%

7 When to seek urgent medical attention 2% 3% 2% 2%

8 Get your medical records online 2% 2% 2% 2%

9 How a condition / disease should be treated 2% 2% 2% 2%

10 What to do in a medical emergency 2% 2% 2% 2%

11 Get test results online 2% 2% 2% 2%

12 Opening times (GPs, clinics, chemists) 2% 2% 2% 2%

13 Can I treat this myself? 2% 2% 2% 2%

14 Seriousness of a condition / disease (prognosis) 2% 2% 2% 2%

15 Diet, food and nutrition 2% 2% 2% 2%

16

Compare hospitals based on quality of care (infection

rates, MRSA, surgical errors, death rates) 2% 2% 2% 2%

17 Contact details for hospitals, GPs, gyms, etc 2% 2% 2% 2%

18 Treating common health problems at home 2% 2% 2% 2%

19 Choose a GP that's right for you 1% 2% 2% 2%

20 Tips for coping with a condition / disease 2% 2% 1% 2%

Top 25%

26-50%

51-75%

Check Symptoms

Norwegian Hospitals: Top 20 tasks

Tasks Total Vote

% of Total

Vote 19395

Cumulative

Vote

Cumulative

Tasks1 What happens before, during and after treatment? 1115 5.7% 5.7% 1.5%

2 Contact information (phone, email, social media, etc.) 906 4.7% 10.4% 3.0%

3

Disorders (symptoms, investigations, diagnosis, prognoses,

treatment) 881 4.5% 15.0% 4.5%4 Hospitals, clinics, departments 734 3.8% 18.7% 6.1%

5 Waiting times at the hospital / treatment site 702 3.6% 22.4% 7.6%

6

My health information (journal, visit history, prescriptions,

vaccinations, etc.) 667 3.4% 25.8% 9.1%

7 Opening hours, visitor and visit times 654 3.4% 29.2% 10.6%

8 Access to my journal 622 3.2% 32.4% 12.1%

9 My rights as a patient 610 3.1% 35.5% 13.6%

10 Find treatment center for a particular treatment 554 2.9% 38.4% 15.2%

11

Find and compare treatment center with the shortest latency

and best treatment 544 2.8% 41.2% 16.7%

12 Contact the acute illness / accident 505 2.6% 43.8% 18.2%

13 Help to cope with illness - (training courses) 495 2.6% 46.3% 19.7%14 Locating the hospital / treatment center (indoor) 475 2.4% 48.8% 21.2%

15 Preparations for the hospital / treatment stay 470 2.4% 51.2% 22.7%

16 Advice, guidance, rights, practical information to relatives 467 2.4% 53.6% 24.2%

17 Recent research on my disease 461 2.4% 56.0% 25.8%

18 My contact at the treatment site 460 2.4% 58.4% 27.3%

19 Medical advice by phone, email or chat 451 2.3% 60.7% 28.8%

20

Locating A hospital / treatment site (directions, public

transport, etc.) 449 2.3% 63.0% 30.3%

Top 25%

26-50%

51-75%

Treatment

THELONGLIST

Customer and scope

Customer definition Current customers?

Potential customers?

Scope Just the website?

Everything online?

Offline as well?

18 December 2014


Sources for Longlist

1. Organization strategy

2. Existing website (A-Z)

3. Top 50 search (annual: internal, external)

4. Top 50 most visited pages, files (annual)

5. Competitor, peer websites (Level 1 & 2)

6. Traditional / social media

7. Customer feedback, research

8. Stakeholder reviews (internal, external)

SHORTLISTINGWORKSHOPS

Project team

18 December 2014

1. Project manager

2. 3-5 people ideally

3. Genuine experienced people who truly

understand customer needs

4. From Support, Marketing, Products, Web, IT, HR,

Communications

5. The same group throughout the shortlisting

process

6. Will be expected to attend 4-8 shortlisting

meetings, lasting approximately 2 hours each


ShortlistingRULES


NO BRANDS


NO GOALS

• I'd like to be happier

• I'd like to have more energy

• I'd like to improve my family's health

• I'd like to sleep better

• Live well

NO ORG WORDS


NO TOOLS / FORMATS

• Calculators

• Interactive Health Tutorials

• Medical Podcasts

• Personal Health Tools

• Picture slideshows

• Podcasts

• Surgery Videos

• Videos


NOT TOO HIGH

• Facts and Figures

• Conditions

• Diseases

• Find services

• Frequently asked health questions

• Injury Prevention

• Medical conditions

• Mind, Body, & Spirit


NOT TOO LOW

• Emergency contraception

• Nonprofit Agencies

• Poems and stories about health

• Cancer

• Diabetes

• Walk-in centres


DISEASES / CONDITIONS• Basic facts about conditions / diseases• Different types of a condition / disease • How is a condition diagnosed? • Is a condition / disease infectious?• Myths about conditions / diseases • Other conditions / diseases linked to a

condition • Seriousness of a condition / disease

(prognosis)


NO OVERLAPS

Tasks Duplicate Class Source

Internal

SourceBook your GP appointment

online appointment

Find services /

experts patients.co.uk

Let me book an appointment appointment

Find services /

experts user goals doc

Make an appointment appointment

Find services /

experts mayoclinic.com

Remind me when it's time for

my appointment appointment Living With user goals doc

Request an appointment appointment

Find services /

experts netwellness

In researching a condition / disease what 5 factors are most important to you?


NO DEMOGRAPHICS

Tasks Mal

e

Femal

e

Total

1 Check symptoms 3% 5% 5%

2 Basic facts about conditions / diseases 3% 4% 4%

3 Book an appointment online 4% 3% 4%

4

Get advice from a doctor / nurse (phone, website chat,

email) 3% 3% 3%

5 What to do based on your symptoms 2% 3% 3%

6

Best place to go for help (GP, A & E, clinic, walk-in

centre, pharmacist) 3% 3% 3%

7 When to seek urgent medical attention 2% 2% 2%

8 Get your medical records online 3% 2% 2%

9 How a condition / disease should be treated 2% 2% 2%

10 What to do in a medical emergency 2% 2% 2%

11 Get test results online 2% 2% 2%

12 Opening times (GPs, clinics, chemists) 2% 2% 2%

13 Can I treat this myself? 2% 2% 2%

14 Seriousness of a condition / disease (prognosis) 2% 2% 2%

15 Diet, food and nutrition 1% 2% 2%

16

Compare hospitals based on quality of care (infection

rates, MRSA, surgical errors, death rates) 2% 2% 2%

17 Contact details for hospitals, GPs, gyms, etc 2% 2% 2%

18 Treating common health problems at home 1% 2% 2%

19 Choose a GP that's right for you 2% 1% 2%

20 Tips for coping with a condition / disease 2% 2% 2%


Tasks Duplicate Class Source

Internal

SourceWhere can I find a diabetes

clinic? user goals doc

Which Health Screenings Do

You Need? Health.yahoo.com

Women Women familydoctor.org

Women's health Women bbc health

Women's Health Women webmd.com

Womens Health Information Women healthsites.co.uk

Work gyms and performance NHS Choices

Workplace health NHS Choices

Your guide to the science in the

news NHS Choices

NO DEMOGRAPHICS

AVOID VERBS


AVOID REPETITION• Health bookshop• Health Calculators• Health check• Health Check Tools• Health directory• Health encyclopaedia• Health expert advice• Health Journals• Health Library• Health News• Health tools

Maximum 4 tasks that begin with the same word


Energy efficiency (conservation, climate change) Environment (grants, health, projects)

Events and exhibitions

Family information service (children and parent

centres, child minding)

Find a job Find my local council

Find my nearest (school, library, etc) Forms

Freedom of information, privacy Funerals, burials, cremations and cemeteries

Grants, funds and awards Hospitals, health authorities

Housing

Land and property (sales, charges, personal

search, register)

Leisure activities (parks, open spaces,

greenways) Libraries

Licences and permits Maps of Lancashire (MARIO)

Markets (locations, times, types) Minorities support

News

Older people (residential care, day centres,

services)

Parking (fines, car parks, park and ride,

residents, blue badges, ParkWise) Payments to council (bills, invoices)

Planning (application, advice, building control,

development, permission)

Policies (equality and diversity, accessibility,

social inclusion, transport, safety)

Pollution control (air, land, water, substances) Press releases (media enquiries)

Procurement, tenders, contracts Ranger services

Records office (genealogy, family history,

census, archives, ancestry) Recycling centres (sites, times)

COMPLETE


Top 20 Tasks

Tasks Total Vote

% of Total

Vote 16320

Cumulative

Vote

Cumulative

Carewords1 Find a job 1207 7% 7% 1%

2 Hospitals, health authorities 781 5% 12% 2%

3

Waste collection and management (household bins,

refuse, bulky, recycling) 674 4% 16% 3%

4 Emergency services (fire, rescue, police, ambulance) 651 4% 20% 4%

5 Teachers (recruitment, retention, training, courses) 625 4% 24% 5%6 Libraries 589 4% 28% 7%

7

Roads and highways faults (flooding, potholes, street

lights, gritting) 494 3% 31% 8%

8 Leisure activities (parks, open spaces, greenways) 424 3% 33% 9%

9 Council tax 389 2% 36% 10%

10

Culture (museums, galleries, heritage, historic buildings,

sites, monuments) 378 2% 38% 11%

11 School opening (term, holiday, other closure dates) 378 2% 40% 12%

12 Recycling centres (sites, times) 324 2% 42% 13%

13

Tourism (attractions, photographs, areas of outstanding

natural beauty) 322 2% 44% 14%

14 Anti-social behaviour (vandalism, ASBoB) 314 2% 46% 15%

15

Timetables (public transport, journey planner,

TravelWise) 305 2% 48% 16%

16 Conservation (ecology, nature, forestry, woodlands) 283 2% 50% 17%

17 Childcare (safeguarding, advocacy, family support) 247 2% 51% 18%

18 Street cleaning (litter, graffiti, flyposting) 243 1% 53% 20%

19 School admissions, places (primary, secondary) 242 1% 54% 21%

20 Maps of Lancashire (MARIO) 231 1% 56% 22%

Top 25%

26-50%

51-75%


ONE TASK• Choose a Doctor, find a clinic• Drugs info, symptom checker• Nutrition and Fitness• News and events

• Avoid acronyms• Max 7 words / 55 chars


85 Task Performance Indicator


Task 5 – CloningDoes Microsoft support producing multiple copies of a Windows Embedded POSReady 2009 image, using cloning?

Task Performance

Critical Issues

TPI = 0Median time on task (sec) = 162

Target time on task (sec) = 30


5 CloningDoes Microsoft support producing multiple copies of a Windows Embedded POSReady 2009 image, using cloning?Navigation path:

1. http://www.windowsembedded.com2. Mouse over “Develop” tab and click “POSReady & WEPOS” 3. Click “Windows Embedded POSReady 2009”4. Click “TechNet Library”5. Click “Technical Articles”6. Click “POSReady 2009 Deployment Planning Guide”7. Click “Using FBReseal”8. Landing Page: http://technet.microsoft.com/en-us/library/dd936220.aspx9. ANSWER: No. FBReseal does not support cloning an image more than once

http://www.windowsembedded.com/

http://technet.microsoft.com/en-us/library/dd936220.aspx


And the answer is ....

YES


Determine 6-12 top tasks.


Task Question Checklist

1. Based on top tasks

2. Repeatable

3. Representative & typical—fix it, fix many

4. Universal—everyone can do it

5. One task, one unique answer

6. Does not contain clues – Anti-SEO

7. Emotionally neutral


Task Question Checklist

8. Not confidential

9. Independent from other tasks

10. Clearly different from other tasks

11. Immediately doable on website

12. Short – 30 words or less

13. Doable within 2 minutes maximum

14. No change within testing period


OECD Top 20 Tasks

Tasks Total Vote

% of Total

Vote 31800

Cumulative

Vote

Cumulative

Carewords1 Country surveys / reviews / reports 2178 7% 7% 1%

2 Compare country statistical data 1960 6% 13% 3%

3 Statistics on one particular topic 1869 6% 19% 4%

4 Browse a publication online for free 1610 5% 24% 6%

5 Working papers 1530 5% 29% 7%

6 Publication by topic 1478 5% 33% 9%

7 Basic facts, summaries and overviews 1379 4% 38% 10%

8 Statistics on one particular country 1285 4% 42% 11%

9 Statistical forecasts / projections 1210 4% 46% 13%

10 Access to raw data 1051 3% 49% 14%

11

International guidelines and standards (corporate

governance, tax havens, etc.) 1025 3% 52% 16%

12 Statistical sources and methods 1019 3% 55% 17%

13 What's new (hot topics, recent publications, events) 1004 3% 58% 19%

14 OECD policy advice by topic, country 843 3% 61% 20%

15 OECD Annual Report 784 2% 64% 21%

16 Publication by country 746 2% 66% 23%

17 Best practice in policy implementation 739 2% 68% 24%

18 Publication by title 614 2% 70% 26%

19 Simple, easy-to-understand tables and graphs 613 2% 72% 27%

20 News releases 542 2% 74% 29%

Top 25%

26-50%

51-75%


Task 1 1 Japan

What are the OECD’s latest recommendations

regarding Japan’s health-care system?

Task 2 2 Vietnam

In 2008, was Vietnam on the list of countries that

received official development assistance?

Task 3 3 Heart

Did more males per capita die of heart attacks in

Canada than in France in 2004?

Task 4 4 Teacher

What is the latest average starting salary, in US

Dollars, of a primary school teacher across OECD

countries?

Task 5 5 Employ

What is the title of Box 1.2 on page 73 of OECD

Employment Outlook 2009?


1. Training and education2. Pre-sales technical information 3. Technical support4. Certification and specialization status,

maintenance and renewal5. Incentive and rebate programs

Cisco Partner top tasks


1. Find the registration page for advanced routing and switching specialization training targeted at account managers.

2. Find a short description on how to sell Application Support multiyear service agreements.

3. Find the download page for the latest IOS software release for the 3825 NOVPN Router.

4. Find a validated design guide to help you deploy networks with 250 – 1,000 endpoints.

5. Your customer is saying that their 12008 router is performing very slowly. Find the guide for running diagnostics.

Cisco Partner task questions


Top Tasks UK Business

Tasks Total Vote

% of Total

Vote 25065

Cumulative

Vote

Cumulative

Tasks1 Cashflow, invoicing, payment management 1543 6% 6% 1%

2 Productivity / profitability 1279 5% 11% 2%

3 Marketing 1257 5% 16% 3%

4 Managing people 862 3% 20% 5%

5 Funding / finance sources 827 3% 23% 6%

6 Accounting, financial management 812 3% 26% 7%

7 Selling (legal, e-commerce, pricing) 709 3% 29% 8%

8 Grants, benefits, entitlements from government 681 3% 32% 9%

9 Health and safety at work 667 3% 34% 10%

10 Create business plan, budget 664 3% 37% 12%

11 Training and development 597 2% 39% 13%

12 Website design, management, optimisation 590 2% 42% 14%

13 New ideas (products, services, green) 576 2% 44% 15%

14 Tax returns (complete, amend) 526 2% 46% 16%

15 Public sector contracts, tenders 470 2% 48% 17%

16 Standards (quality, safety, environment) 448 2% 50% 19%

17 Paying, payroll, taxing staff 409 2% 52% 20%

18 Suppliers, outsourcing, partnering 386 2% 53% 21%

19 Debt recovery, late payments 378 2% 55% 22%

20 Pay taxes, duties 359 1% 56% 23%

Top 25%

26-50%

51-75%


1 DebtYou have a debt owed to you of £2000. It became overdue

on the 1st of June 2011. You have no contract with the debtor. You can charge interest. How much?

2 ProfitabilityWhat are the four key areas that all businesses can

consider when looking to increase profitability?

3 MarketingWhen doing market research what is the recommended

minimum number of people you need to interview in order for the research to be valid?


4 PeopleWhat’s the minimum wage for an apprentice who is under

18?

5 FundingYou need to raise £5,000 in funding. Is this an appropriate

amount of money to approach a private individual investor for?

6 AccountingHow many months after formation must a private

company submit accounts to Companies House?

7 SalesWhen selling goods online how many days does the

consumer have to return them if they’ve changed their mind?


8 GrantsYou are a new employer in Manchester. For how many

employees can you get a National Insurance break?

9 SafetyWhat is the minimum temperature recommended for an

office?

10 BudgetWhat are the first three things to consider when creating

a budget as part of a business plan?


WHO TO MEASUREHOW MANY?

A torch in a dark room

The beginning of a process …


Recruit 15-18 representative people


Use the Top Tasks Identification survey


PARTICIPENT EMAIL

Title: Help us improve the [COMPANY ABC] website and earn a $75 Amazon Gift Card.

Dear [FIRST NAME]

You expressed your willingness to help us improve the [CLIENT] website in a recent survey. We’re eager to improve the tasks you’ve indicated are important and appreciate your help. The requirements are simple:

Give us one hour of your time from [DATE] to [DATE] (inclusive) via A GoToMeeting session.Complete a series of pre-defined tasks from your home or office – don’t worry, it’s the website we’re testing, not you.


CONTINUED …

Scheduling is flexible, we understand you’re busy. If you’re interested, respond to this email with preferred dates and times (including time zone), and include your business phone number.

Please note testing is conducted by XXX and, though sessions are recorded, they are never made public. Your [INCENTIVE] gift card will be sent via email.

We look forward to your response.Kind regards,

[FULL NAME][SIGNATURE]


WHY REMOTE?


FASTERCHEAPERBETTER


CARRYING OUT A TEST


WHAT SHOULD YOU SAY TO

PERSON BEFORE STARTING?


Facilitator script

1. Introduce yourself2. Start the recording3. Request permission to continue recording (Explain

how recordings will be used)4. “Before sharing your screen, please close or

minimize anything of a personal nature.”5. “The whole session should take about an hour.

The testing is strictly voluntary.”6. Tell them they’ll be carrying out X number on

tasks on the website / mobile device


Facilitator script

7. Emphasize that it is the website that is being tested, NOT them.

8. “If while doing any task you have the desire to quit, please do. Do not feel compelled to continue because you think I want you to. You’re actually helping me much more if you quit, because then I will know that there is a serious problem with the website design.”

9. Tell them you will start each task at a certain point (homepage, blank tab) and then ask them to go there.


Facilitator script

10. “For each task, you will start each task from [Website Name] homepage. You can complete the task in any way you wish. If you would normally use an external search engine such as Google or Bing, you can do so.”

11. No bookmarks12. No copy ‘n’ paste of task question13. Test they can see chat window14. Paste in first question15. Read it out twice


Facilitator script

16. Ready to start: “Starting now”17. “When you feel you have completed the task,

please indicate so by giving me the answer to the task. I need to know these things because I need to time the task.”

18. Avoid ‘think aloud’19. Any questions20. Explain time limit only if they go over it.21. Confidence rating at the end of each task. 22. After last task, get feedback on experience with

site


Share Screen

Paste Text


WHAT TO MEASURE


1. Time

2. Success

3. Disaster

4. Confidence

WHAT TO MEASURE


UK Business Overall Task Performance Indicator

Major Issues

TPI = 38

Average Median time on task (sec) = 130

Average Target time on task (sec) = 56


TIME

1. How long should a typical task be?

2. How long should the time limit be?

3. For those who go over the time limit, how should they be

dealt with in relation to calculating Average Median Time?

4. Should Target Time be calculated based on:

a) The shortest navigational path based on the current

environment?

b) The typical time it should take to complete a task like this

under best practice conditions?


Task Performance Indicator


IDENTIFY KEY OVERALL CAUSES

OF FAILURE


IDENTIFY CAUSES OF FAILURE FOR

INDIVIDUAL TASKS


USE

VIDEO


125 Task Performance Examples


Task 5 – Box 1.2 EmploymentWhat is the title of Box 1.2 on page 73 of OECD Employment Outlook

2009?

Median time on task (sec) = 215

Optimal time on task (sec) = 81

Task Performance Indicator (TPI) 100 Max

9

Task Performance


Subscribers and readers at subscribing institutions

Government officials with accounts

Accredited journalists

Non-subscribers: browse online version for free

Non-subscribers: purchase a copy


Browse free publication: What is the title of Figure 1.1 on page 17 of OECD Employment Outlook 2012?

Success/Failure Rates Completion Time

Task 5 performance = Excellent (80-100) TPI = 97

Good0-2.25 x Target

* All Failure times treated as 300 seconds

Minor Time Issue2.25-3.25 x Target

Major Time Issue3.25-5.75 x Target

Critical Time IssueAbove 5.75 x Target


+353 87 238 6136

@gerrymcgovern

[email protected]

Thank you

customercarewords.comWWW.

top-task analysis - workshop slides - gerry mcgovern

Design

com10 customer carewords

com9 customer carewords

com13 customer carewords

com14 customer carewords

com15 customer carewords

com16 customer carewords

com17 customer carewords

com18 customer carewords